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Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of customer learning and explored the motivational factors of business partners’ learning behavior, less is known about the critical antecedents of individual customers’ learning behavior. This study aims to explore the key drivers of individual customers’ learning desires and identified customers with a stronger learning desire.

This research used both a lab experiment (Study 1, N = 148) and surveys (Study 2, N = 553; Study 3, N = 703) across different participant populations and product contexts.

This study indicated that both involvement and knowledge-sharing intention drove customer learning desire. Customer expertise further strengthened these main effects. Moreover, a stronger learning desire led to greater customer satisfaction.

This study identified key factors involved in customer learning desire and its potential benefits for companies. Additional research to investigate customer learning in specific environments and forms and regarding specific brands is warranted.

This study emphasizes the importance of supporting customer learning and encourages businesses to manage customer learning proactively. It also provides suggestions for effective learning support for targeted customer groups.

This study contributes to the customer learning literature by exploring key influencing factors of individual customers’ learning desires, based on self-determination theory. It also identified the role of customer expertise in shaping customers’ learning processes. Moreover, this study examined customer learning as a novel way to enhance customer satisfaction.

The purpose of this paper is to examine what factors influence the satisfaction, loyalty, and behavioral intentions of the members of Generation Y with regard to their banking needs.

Using a multiple‐item survey instrument, 242 Austrian respondents were queried on what factors affect their satisfaction, loyalty, and behavioral intentions. Factor analysis and regression analysis are employed in the study.

The study finds differences among the three age groups contained in Generation Y in terms of their sources of information, financial services used, likelihood of switching, and number of banks utilized. In addition, determinants of satisfaction, loyalty, and behavioral intention are primarily affected by satisfaction with employees and services rendered. The results indicate that as young people reach certain milestones, their needs become more multifaceted. Consequently, the determinants of satisfaction also change.

This paper treats Generation Y as a heterogeneous group rather than homogeneous as many studies usually treat this age cohort. Moreover, given that many banks are trying to “grow” markets, this study looks at how the determinant factors change from one stage to another. Financial institutions will benefit from the insight derived from this paper in crafting their marketing strategies. It indicates what seems to be important to each age group in increasing their satisfaction level.

The purpose of this paper is to examine the differences among the different subgroups of the youth market in the context of their financial interests and usage. The study examines what determined their choice of banks. It also looked at what factors influence their satisfaction, loyalty, and behavioral intentions with regard to their banking needs.

Using a multiple‐item survey instrument, 242 Austrian respondents were queried on what factors affect their choice of banks, their choice of financial services, usage patterns, satisfaction, loyalty, and behavioral intentions. Descriptive analysis, factor analysis and cluster analysis were employed in the study. Different tests such as chi‐square tests, discriminant analysis and ANOVA were used to validate the chosen cluster solution.

Differences were found among the four clusters in terms of their interest in financial services, their usage, and their likelihood of switching. In addition, determinants of satisfaction, loyalty, and behavioral intention were primarily affected by satisfaction with employees and services rendered. The results indicate that as young people reach certain milestones, their needs become more multifaceted. Consequently, banks should be aware of these changing needs.

This paper treats the youth market as a heterogeneous group rather than homogenous as many studies usually treat this age cohort. Moreover, given that many banks are trying to “grow” markets, the paper looks at how the determinant factors change from one stage to another. Financial institutions will benefit from the insight derived from this paper in crafting their marketing strategies. It indicates what seems to be important to each age group in increasing their satisfaction level.